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Yesterday we looked at some good points when it comes to writing blogs. This included what NOT to do and what to do when planning for and shaping your blog content to fit in with your overall goals.

For those that may not have established an overall plan to include goals, we went through some of the things to include planning your posts, establish goals that you will build into your posts so they are moving you forward with your online marketing program, etc.

Today we  will drill down further into the bowels of preparing effective and captivating blog posts that have interesting and engaging content for readers of your content.

Let’s get started!




OK, based on yesterday’s training, you now have an idea of the direction you want to go for all your posts, and your plan includes how you will tie the posts together to address your overall goals.

Now we are ready to put your post together. So where do we begin? In my mind, you have already put together a calendar of planned posts that you want to write about over a period of time…

If you have NOT done this, I suggest stepping back from the point we are at and getting this in place. When you have a plan and goals, it is easier to then decide on the subjects, what you want to cover, how you will cover it and the calls to actions you will include.,.,

If you HAVE done this, let’s continue on to actually putting your post together… 




  • Use Lists

Lists are extremely popular these days. They’re easy to write. They’re easy to read. And they’re effective in convincing people to take action. Not only that, they’re very easy to match with an appropriate call to action.

I will use my site once again so you see what I mean. The segmented blog posts I have often include lead magnets that are directly related to the content in the post. For instance, I have a couple on membership sites here ==>MEMBERSHIP SITES 1 and MEMBERSHIP SITES 2 ß


The lead magnet is for further information on lead magnets, and not only that, I try to provide a product if one is available that I either own or promote as an affiliate that will help the readers. I am not selling junk as I only want to promote products and services that deliver.

I also add in an opt-in form to gain access to the free giveaway, so I can capture their name and email. Because they are interested in what I am giving away, they do not mind providing this. It is a win-win situation for both sides.

  • Conduct and Write About Interviews

When you are starting out in the online marketing world, you likely will not have a great deal of credibility. This comes with time, effort and your consistency in regards to adding in a steady supply of fresh and interesting content that niche readers will enjoy reading.

The newcomers to your site also do not know you, even  if you have been around a long time. They may have heard of you, but certainly there Is no relationship there or trust. So, what can you do to speed this trust process up?

Try to get an expert in your field to help you out by letting you interview them, and even offer then the chance to review and approve the result that you will post on your page. If they want, let them also add in a blurb that will support your content and add instant credibility to your readers.

By getting a recognized industry expert either agreeing to an interview or adding to your blog post, it immediately lets the readers know that you and your blog is relevant, and it will  make it a lot easier to get them to take action on your included calls to action.

  • Use Tools, Tips & Tricks In Your Blogging Plan

Like adding list type posts, tools, tips & tricks are used extensively and are very popular on blogs. The reason is that that are quick and easy to put together, provide information in an easy way to understand, and are very useful in leading to and drawing attention to your calls-to-action that you have added.

You can do these by getting ideas from other blogs, then add your own spin to the story. If someone has written about 10 tips on a subject. Do some research and write about 20!

Alternatively, you could find one very good tip or a tool, and expand on it like no other blog post has done. Then tell people they can opt-in for more tips and tricks just like it. have a lead magnet ready for them when they do opt-in…

  • Provide An In-Depth Tutorial On Relevant Subjects In Your Niche

Tutorials are always very good for drawing in traffic to your website, and especially if they are well-written they can be an easy sell for getting people to take action that you want. After all, if you’re able to teach them how to do something they’ve wanted to learn, you’ve just proven you know what you’re talking about!

If you show them that you have something to teach them that they’ve wanted to learn, that is of value to them, you’ have just proven that you do know what you’re talking about, and why not take action…

  • Create and Use Videos To Support Blog Posts

If you look through all my posts here on this site, you will see that many cover the general subject of videos. You may be asking yourself why…

The reason I have a lot of content on this is that videos can be so very helpful in convincing people to take action. People learn using different methods, some do not like to read a 3000-word blog post!

Videos provide a way for you to connect with the visitors using more receptors and in an entertaining way that will help you keep them on your site and also help in the rest of your blogging goals.because you can actually use the video itself to ask people to take action.

They can be combined with blog posts to add an interrupter to the page…It is something that will draw the attention of the reader..You can add your call to action right in the video.

You can ask them to visit the rest of your website, provide a link to something you are selling, or add an opt-in to the video to get them to subscribe to your website.

Writing Content That Captivates and Sells

OK, now you have some ideas on how to write your post. Next, you have to either look at your schedule of planned posts for a subject to write about, or you can see what is popular now and see if it would fit into your goals.

Whatever you do, do NOT write just for the sake of adding some content to your website. Id you add content on your blog site that has nothing to do with your niche it could actually HURT you more than it helps.

Remember that more content is not always the best. Rather relevant and engaging content is the best. if you are not careful, Google, which  does pay attention to what you add to your website, and tracks how long people are staying on your site, could penalize you.

What I am talking about is called the “bounce rate”, and it means how quickly people leave your site or don’t click on another article you have. Google algorithms that check this see this rate as an indicator of how good your content is.

If your bounce rate is high, this could mean a drop in your site rankings.

This is one reason to make sure that your content matches your niche. Plus you will not sell many apples if you are talking about oranges…Makes sense?

So I suggest that you visit other popular sites in your niche to see what they are writing about. get some ideas on the subjects, also look at the layout of the site, and the comments.

Grab something to take notes with when you do this. Write down anything that would help you! You can learn a lot and use it for your own blogging efforts.

If you like, you can write your own version of popular topics. This is done by changing them by writing something that similar, but different. You want to add your own unique take on the topic, do not plagiarize or copy other’s content.

Next, it’s important to create catchy headlines that will actually make people want to click and read the article…


You have probably heard or read on other posts about the importance of great headlines. The reason you will is that it is a very important element of any blog post.

When I started I used to have problems coming up with what I thought were effective headlines. Looking back on the early ones on this site from a year ago, I have to say there were some that are terrible!

Let’s look at some examples:

(1) Example Headline One



“Copywriting Is Important for Success”




“12 Ways Awsome Copywriting Will make You Money!”

(2) Example Headline Two




“Videos Are Good For Websites”




“How Using Videos Will Increase Your Sales By 300%!”

(3) Example Headline Three




“The Best SEO Tool”




“The Most Effective & Easy SEO Tool To Use For2016!”


(4) Example Headline Four




“How To Get More Blog Traffic”




“12 Secret Sources Of Traffic That Will Make Your Blog Traffic Explode!”

The good ones mentioned after the bad may seem a bit like over-hype at first glance. They work. though. Think about the articles that catch your eye when you are browsing the internet.

Almost all the popular articles have catchy headlines. Even the big players do add in hype to attract people’s attention. Do it sensibly, by not promising something that is in no way close to being delivered in your post, but certainly it is OK to take a little creative license with your headlines.

Inject enough hype so it makes people curious enough when they read it to move through to reading your blog post….

I also use a tool (I am a great fan of tools that help you do more with your time) that will analyze your headlines and even offer suggestions that will make it stronger.

You can also collect a swipe file of good headlines. This is nothing more than collecting the ones you particularly like as you go about your online marketing business. They can give you loads of ideas when it comes to writing your own!


Over time, I have developed a template that I regularly use to build my blog posts. In that template, I include all of the basic points that need to be included in a post.

Every time I start writing a blog post, I already have a template, a structure, in mind before I even start writing…

This includes more than just the elements. I also make sure that I look at the design (layout), images and videos (as appropriate), check for SEO coverage (for the search engines), and lastly I make sure to add the post into my menus so site visitors can find them… ,

Having this template in mind before I even start writing helps me save time, make sure every point is covered, and the post will not have a missing element or not have SEO completed.

It is also a cross check that I can refer to as I write (i.e. what are my goals and how is this post fitting in)…

Keeping that in mind, here’s an excerpt of the blog post template I use:

(1) Introduction – My Lead or Hook

These are the first few paragraphs of my post, and in this short introduction, I try to make sure that I grab the attention of the reader…

I often do this through presenting a problem of one sort or another and then describing why the content pertains to the reader, in that a solution is offered for the problem.

Typical Length: Two To Four Paragraphs.

(2) Expand On The Problem

In the main body of the post, I will be sure to expand on just what the problem, try to relate it to my personal experience if possible, and show the readers that I can relate to what they are experiencing.

For example, I will let them know why solving their problem is so difficult. Then add in my experiences, and maybe cite other’s experiences from other sources. You’re also setting up your solution, which we’ll get to next. This is a great place to tell a story or use an example.

It may help to add in a story as well, and together what you are creating the scenario for your solution to be presented. Your case is made stronger at this point for the solution.

Typical Length: Three To Five Paragraphs.

(3) The Solution Using “Core Points”

At this point in your blog, the reader is ready to read about your solution. Now you have to provide it to them in a succinct manner that they can quickly digest.

I see many blog writers start at this point, but they are missing out on the chance to set up the scenario reasons why the solution you present is necessary not only for the reader but others, to include yourself (the writer).

Here you can also add in a call to action if it fits. Note that can be done earlier on in the post as well. In my opinion, it is good to include a call to action in the first portion of the post so that readers will see it and can move on it if they choose not to read to the bottom of your post.

Typical Length: Three To Five Paragraphs

(4) Conclusion – RestateThe Core Points

Once you have laid out your solution, which may have two or more points, then you add in a section that ties them together. You explain how these will solve the problem that you presented in the introduction.

We used to call this a wrap up in briefings that I had to give in earlier professional jobs.  It is a good chance to reiterate the points of the problem and solution, and add in a final opportunity for a call to action.

Typical Length: Two To Four Paragraphs.

(5) The Final Point

I like to get comments from readers because I think it adds to the content when others share their experiences or their reactions to the post. I t gives you an opportunity to again get your keywords into the content naturally.

Typical Length: For me it generally is no longer than one or two paragraphs.

Other things I have in my template includes goals, a checklist for SEO, appearance, keywords, title check, final review for grammar and blog flow. Lastly I make sure that I add to my menus after posting immediately.


This element of your post deserves special attention because it is such an important part of your posts. It does no good to write something that is not moving you forward to meeting one of your goals, whether that us getting subscribers, sales, or sign-ups, etc.

I want to cover some of the main components you should consider and then go into some examples…These elements of a good call to action all will influence the quality and effectiveness of yours.

(1) What Are The Goals

This goes back to this subject again, which also are important as you create your blog posts. Are the kinds of actions are you trying to stimulate matched to your goals?

If you are trying to get subscribers, create your message to promote this. Here the words are important. You can use a “download now” button or a “send me info.”

On the other hand, if you are selling something, words like “buy now” or  “Immediate Download” might be appropriate. These buttons would be added to a short call to action.

This leads me to the next point…

(2) Succinct Blurb Using Action Words

There have been numerous studies on the impact your choice of words can have on a potential customer. Just a few changes can have a major impact on your conversion rates.

Therefore, it is wise to choose them carefully and when you find something that works, stick to it. Testing is essential for this to best work, and you may even consider adding a tool to track what your site visitors are doing while they are your pages.


Small changes you make really can add to your sales. Once you try it and see what I am talking about live with your own blogs and calls to actions, you will see what I mean.

Overall, make sure that you are emphasizing value and relevance in your calls to actions. This may mean changing generic “buy now” or download here” with words that relate to the problem you are solving…

Try replacing generic action buttons with some personalized copy that stresses to the prospect what they will realize when they buy…

If you are selling a course on improving copywriting skills, for instance, you could say “Improve Conversions By Up To 100 % Now” or similar on your button. It is specific and adds to the call to action.

Use action verbs and subjects in the active voice, and include numbers if appropriate – But keep it all short – your call to action should be straightforward and clear. No fluff at all!

(3) Make It Interesting

Make sure that your call to action captivates the reader, Build bonds through using pronouns such as “me” and “you.”  Also, focus on the needs of your potential clients. Show them clearly how you are solving their problem. Then use visuals that support your written message and go for a tasteful mix of

Also, be sure to select visuals that will further support your written message. I would look at a mix of colors and effects to capture your visitors’ attention. These should not take away from your message, rather support it…

(4) Size

We mentioned it above, but it is worth reemphasizing it. Make sure you keep your call to action short and clear. I have looked at many sites and studies are quoted showing that the best calls to actions are under 150 characters. Think Twitter, where you have to work a lot into a short message. In addition, the size of your CTA button